INBOUND 2016: Luke Summerfield "Growth- Driven Design"

All right, first off, I'm going to be walking around, so heads up. Camera, camera, people. I don't like stages, so this will be my fifth inbound. And one of the things that I've really learned over the years at inbound is the best thing you can do is get out and network with people. How many people met someone pretty cool that you're going to talk to and network throughout the event? Okay, so. So the reason you had your hand up is the reason I lost my voice is because I've been talking to a lot of people throughout the event. So it's been really great seeing a lot of the agencies and all of that that you work with online. But bear with me a little bit with the voice. There'll probably be a couple cracks. Sir Edmund Hillary, probably one of the most inspiring men you've likely never heard of. And for those of you who are not familiar with your New Zealand history, this man set out on a journey. And he set out on a journey in 1953 with one goal in mind. To reach the peak of Mount Everest, 29,000ft above sea level. Now, this had been something that had never been done before. It's not to say it hadn't been attempted before. Many had attempted this journey in the past and perished along the way. And so you could pretty much say that Edmund had his work cut out for him. He got to work, he started assembling a team, a team of experts that could lead him through this journey up the side of Mount Everest. Over 400 team members making up his team. And it was a very expensive journey, as you can imagine. He had to go and request budget from the government in order to be able to afford it. And they carried over £10,000 of resources up the side of Mount Everest. Now, of course, they had to plan everything out. All of the camps, all the stops, all the obstacles. They had to make sure they had a rock solid game plan for this three month journey. Because if they didn't, it would surely mean the death of his team. And lo and behold, on a balmy day In March of 1953, Edmund and his team set out. They set out on that carefully mapped out plan that they had spent months and months preparing for. You know, and things went pretty well. They got to their first camp, settled in, things are going well, got to their second camp, talking about reminiscing about the day. But just as they were approaching their third camp, something happened. A storm, A storm like none of them had ever seen before. The types of storms that had claimed the lives of the men who made this journey before. And so in this moment, Edmund was desperate. He had to figure out, what do I do to save my team? We're in the middle of this snowstorm. We have to figure out some kind of plan of action or they're all going to perish. Now, we're going to pause there for a second and I want you to think about as an agency, does Edmund's story sound familiar to something you've experienced in the past? Climbed Everest before now? I've worked at an agency, as mentioned, but I've also worked internally at companies and I've worked on the marketing team and I've also worked on the web development team. And you know what Edmund's story sounds like to me? Sounds like a website redesign. I could tell by the laugh who's had similar experiences. Sounds exactly like a website redesign. Let's pause for a second and think about your prospects, Think about your customers, what they go through when building a website. They have to assemble a team, a team of experts that can lead them through this journey of building a website. This is you. This is the agency that they're coming to to get help leading them through this journey. They have to get resources, small and medium sized business, 15 to $80,000. That's a big chunk of change for them. They have to request budget in order to make this journey. And then what do we do? We plan all the things out. When are things due? When are visions due? When do we have deliverables? When are we doing qa? And the funny thing is that this actually starts to look like the side of a mountain. And it's funny because it takes you about three to six months to build a website, which is actually shorter than it took Edmund to climb Mount Everest. Little side note there. And out of all that, getting the funding, trying to plan it out, think back to your previous redesigns. Who here has done a redesign in the last year and a half to two years with a client? So think about your previous redesigns. What emotions did your team experience specifically maybe the last couple weeks? What emotions? Let's hear them. Show hands. Like yell them out. What do you got? Yes, sir. Anxiety. Anxiety. Okay, tell me a little bit more about the anxiety. Anxiety was being able to satisfy all the reports.